#srslybro

A quick note about tourism in Fall River (after accidentally realizing that, apparently, this is now a thing people are talking about):

It's very difficult to promote tourism without having at least a basic understanding of marketing and promotion. Providence didn't become a mini-Boston thanks to arrogance and a self-aggrandizing attitude...they became a tourist hub because they offered people a pleasurable experience they could not have in their own backyard, then they told everybody within earshot about it.

Also, if you didn't come, Buddy Cianci threatened to burn you with a lit cigarette every night before bed.

In short: tourism cannot be bred from a sense of self-importance. Everybody thinks their hometown is great...but most people just see you as a blip on Google Maps.

In order to market, promote and ultimately drive up interest, you need two major things: a strong product and research. Have a strong product, but can't prove that it works? You have nothing. Have research that says you're great, but no product in place? You have nothing. So let's break down this tourism dilemma truthfully and almost without objection.

In steps? Yah...sure...in steps.

1.) What can you offer people that nobody else can?

The first question that needs to be asked is why. Why should people come here? Is it the food? Well...lot's of places have good food. Is it the Battleship? Well...that's a great one day trip, but there's not much else down there and it's aimed at the kiddies. If you are in a position where you honestly have nothing to offer people from other cities, then your idea is already dead in the water. Unless, of course, you have something that might interest people and you just don't know it...you'll never know until you...

2.) Research like a college senior majoring in English!

It's unfair and ignorant to throw out a blanket statement like "people should come here," then not give a good reason other than "it's pretty great." If you want the people of Providence to trek here, you have to ask them directly what'll make it happen. Arguing that great cuisine or a pretty waterfront should drive tourism is no different than the dope who claimed that the Davol Street Strip Club would "bring in businessmen from the Worcester area." Guess what? They have strip clubs in Worcester, and they have great cuisine and waterfront in Providence. Surveys, focus groups, study sessions, digital forms, etc...whatever it takes, you have to research first. Let's say you survey 500 people from the greater Providence area, and they tell you two things: they think Fall River is full of crime, but they'd be interested in seeing art and history museums. Why...hell...that sounds like an idea based in reality and not arrogant conjecture based on nothing! Why...hell...that means you can...

3.) Enact an actual rebranding/marketing/promotional effort!

Now city leaders can support and enable local arts with actual ammo to rally against the inevitable backlash many Fall River natives throw at (most) new ideas! Fall River could embrace its art and its history and nobody could say anything! You could even start carving out a piece of the city that you could be proud to call your "gem." Now, you rebrand. Get yourself a clever new nickname, some snazzy moving pictures, and position yourself as "hip." With the support and use of the artists now being enabled, the product will only strengthen itself. Instead of using city money to invest in Fall River promotional billboards inside of Fall River (thank you, City Councilor for your expert opinion...), drop your marketing campaign right on the area you surveyed. Instead of showing the Mayor's smiling face, show me real people. Give me testimonials. No sugar coating the bad...highlight the bad, and use it as fuel for the creative fire. Our artists are inspired by the streets they lived on. They're influenced by history, let it show in their art. Instead of wishing and hoping that other cities look beyond your problems...force the issue through research and branding. Much like Providence, become a two-sided coin:

"Fall River has a lot of drugs and crime...but man, that downtown is awesome. I love the _______ museum and ________ is one helluva local artist. And _______ is a great restaurant, and it's right next door."

They won't come to you if they don't have a reason. You can't tell a newspaper reporter that "We'd be a great place for a minor league sports team!" then cross your fingers and toes and hope it happens. Once you give them a reason, your reputation begins to grow. Once that happens...

4.) Promote tourism or something like it

With bloated bureaucracy, a crumbling government center, and an internal highway system made out of spare Erector Set pieces...you'll likely never become Providence. But you could, at the very least, model downtown New Bedford. A positive reputation that stems from a strong commitment from the city builds your brand. With even more commitment, you might even see some businesses pop up. Once you have places to go with people to run them and a city that supports them...you have tourism, or something like it. 

Of course, arts and history are just examples. Personally, I've never surveyed Providence residents on their opinions of Fall River...so I don't really know. Maybe they'd come here for professional robot fighting or something. Maybe they would just never come here. The point is: you don't know how well you are actually doing until you ask.

When "tourism" and "marketing" get kicked around by the local pols, I always find myself quoting Inigo Montoya:

"You keep using that word...I do not think it means what you think it means."

Like I've said before...you can't fix a problem without first admitting one exists. You can't smile away problems, you can't wish away poverty, and you can't fix a PR problem by simply saying "tourism will save us all!"

Flight of the Conchords - Foux Da Fa Fa